On Wednesday, the French fashion house revealed a first look at its Spring 2018 men's campaign, the collection for which was shown with a gaggle of kids — debuting the label's childrenswear — at a large public park in Paris. Adhering to the family-friendly theme, Gvasalia and co. appears to have hit up the mall photo booth for a shoot that, technically, let the clothes speak for themselves. Which is to say, this campaign is about as no-frills as you can get, with the only discernible props being the swirly backdrop and the occasional potted plant.

It's an effective, if low-budget way to further achieve "the re-cooling of the absolutely uncool," which is something Vogue's Sarah Mower wrote in a review of the collection back in June and has remained singed in my brain ever since.

Oversized, floppy windbreakers? Acid-wash black jeans? Rugby-style long-sleeved polo shirts? Indeed, very uncool-turned-cool, as is the trumpet that our grungy friend on the left here, perhaps on his way from band practice, is carefully toting.

Absolutely enormous parkas with a button-down sleeve inexplicably tossed up the collar? Surely uncool-turned-cool, as well, but using a book as an accessory? Oh, well, that's always been cool. Didn't you see those American Library Association-backed "READ" posters in your schools in the '90s?